Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Consumer Health in Bolivia

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Executive Summary

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Moderate economic recovery boosts the consumer health market

The Bolivian economy showed a moderate improvement in 2018, with a gross domestic product index higher than the region’s average, staying above 4%. This changed the trend of economic deceleration seen in recent years.

The market maintained a growing tendency towards preventive healthcare as a way of life, driven largely by a middle class with greater purchasing power than previous generations. The behaviour of millennials was also a particularly important influence on the growth of certain categories.

Imported brands maintain greater relevance in market dynamism

The largest consumer health categories in terms continue to be dominated by imported products. The importers, Comercial Miclar SRL, with its Herbalife brand, and Omnilife de Bolivia SA held the top two positions in both weight management and wellbeing, and in vitamins and dietary supplements thanks to the breadth of their product offering and their extensive direct sales networks.

Pharmacy chains become more important in the distribution of OTC medicines

The market is showing a trend towards standardisation of purchasing behaviours in terms of preferred places of purchase. Consumers are increasingly likely to purchase OTC products in pharmacy chains.

Economic growth and increasing middle class purchasing power

The economy is expected to see moderate growth during the forecast period. A growing emphasis on healthcare and wellbeing on the part of increasingly informed consumers is also expected, providing a favourable environment for the development of consumer health products.

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